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Archivo del Autor: Belen De Leon

How Uber will become an ad company, starting with Eats Pool

Where there is discovery in an app, there is paid discovery. Google helped you choose between links, then sold ads that promote a few. Facebook helped you choose between pieces of content, then sold ads that promote a few. And eventually, as Uber helps you choose between restaurants, it will sell ads that promote a few. It could become the marketing platform through which the physical world vies for your attention.

We got our first glimpse of this future last week when I reported that Uber Eats was offering restaurants in India bonus visibility in a Specials section if they’d offer discounts on meal bundles to Uber’s customers. Knock some rupees off the price of a sandwich, fries, and a drink, and a restaurants wins itself some enhanced discoverability. Whether a chef wants to boost orders during slow hours, get rid of surplus food, preference high margin items, or just score new customers, there’s plenty of reasons to pay Uber — even if currently only indirectly through discounts instead of a direct ad buy.

But now Uber’s senior director and head of Eats product Stephen Chau has confirmed to me the company’s intentions to become an ad company. “There’s a bunch of different ways we can work with restaurants over time. If we have all the restaurants on the marketplace and we give them tools to help them grow, then this will be a very efficient marketplace. They’re going to be spending those ad dollars somewhere” Chau tells me. “One of the things we’ve been experimenting with is allowing retailers to create promotions themselves and show them within the product.”

This conversation emerged from TechCrunch spotting Uber’s latest effort to influence where people choose to eat. To be worthy of ad dollars, Uber has to build leverage over restaurants by accruing sway over how people decide between restaurants. And with Uber confidentially filing to go public last week, it needs to prep new revenue streams. So it’s created what’s effectively “Uber Eats Pool”.

Gaining Leverage With Eats Pool

In response to our inquiry, Uber confirmed it’s now testing in some markets a system designed to batch multiple orders from different customers nearby each other to a single restaurant. That way, a single delivery driver can pick up all the orders at once and then speedily distribute them to neighbors or co-workers. Uber must incentivize customers who are close to each other to pick the same restaurant in rapid succession, so it offers a discount.

“$2 off your order — share a courier with a nearby order” the promotion announces atop the Uber Eats homescreen above a carousel of restaurants where you can grab the discount. It’s equipped with a countdown timer to when it will refresh the list of restaurants that follows users on an eatery’s order page. This triggers a sense of urgency to hurriedly buy through Uber Eats (and not check competitors), but also to ensure orders come in close enough together that the first one cooked won’t have to wait long for the last before they’re all scooped up for delivery.

Some customers actually play the Uber Eats Pool discounts like a game they can beat, waiting through several rounds of the timer until they spot one of their favorite restaurants, Chau says with a laugh. For now, passengers don’t ride alongside food orders, though that’s certainly a possibility in the future. And if Uber Eats can batch your order into a Pool with other customers, it will retroactively give you the discount.

“It’s similar to what we did with Uber Pool” Chau tells me. “Generally people are coming in with an intent to eat but there are many, many options available to them. We’re giving you a discount on the food delivery by using machine learning to understand these are some restaurants it might make sense to order from. When multiple people order from the same restaurant, delivery drivers can pick up multiple people’s food.”

Therein lies the leverage. As Stratechery’s Ben Thompson writes about aggregation theory, internet companies are gaining great influence by becoming marketplaces that connect customers with suppliers when previously customers preemptively chose a particular supplier. These platforms not only gain enormous amounts of data on customer preferences, but they also hold the power to point customers to certain suppliers that are willing to play ball.

Uber Builds A Toll Bridge

With all the data, the platforms know just who to show the ads to for a maximum conversion rate. And over time as the aggregator’s perks lure in more customers, it can pit suppliers against each other to further drop their prices or pay more for ads. Spotify used its own playlists to control what songs became popular, and the artists and record labels became beholden to cutting it sweeter deals to stay visible. Amazon looks like the best place to shop because it makes merchants fiercely fight to offer the lowest prices and best customer experience. With Uber Eats Pool, Uber is flexing its ability to influence where you eat, training you to trust where it points you when businesses eventually pay directly to be ranked higher in its app.

“Eats proves the power and potential of the Uber platform, showing how our logistics expertise can create the easiest way to eat” Chau tells me. “We partner with a wide selection of restaurants and bring our trademark speed and coverage to the food delivery experience. This feature shows how leveraging the Uber network allows us to offer people even more affordable dining options.” That quote is even more telling than at first glance. It’s the logistic network that accrues the power and creates leverage over the supplier to benefit customers with the lowest prices.

“We can see on Eats how much more business they’re bringing in and how much is incremental new business. Eventually we’ll be able to do very precise targeting. ‘People who haven’t tried my restaurant before, let’s give them a discount’” Chau tells us. Restaurants are asking him how to grow delivery as a percentage of their orders. “We can see the types of food people are ordering right now but also what they’re searching or are not able to order [because that cuisine isn’t available nearby]. We’re working with them to create new options to fill that gap. They’re able to get much more utilization of their fixed assets and iterate on these concepts much faster than they’re used to.”

Uber demonstrated the data science it could dangle over restaurants with its review of Uber Eats 2018 trends it published this morning. It predicts clean eating, plant-based foods, smoothie bowls, milk alternatives, fermented items like kimchi, and Instagrammably dark ‘goth food’ will rise in popularity next year. Meanwhile, now-tired social media bait ‘rainbow-colored foods’, brussel sprouts, and seaweed are on the decline.

It becomes easy to imagine restaurants running Uber Eats software for tracking order trends and predicting spikes to better manage food and staffing resources, with a baked-in option to buy ads or give deeper discounts to get seen by more hungry people. Chau concludes “Restaurants can think of Uber Eats as a platform that gives them this intelligence.”


Source: TechCrunch

Google Maps’ new personalized suggestions come to iOS

A more personalized version of Google Maps is now arriving on iOS. At Google’s I/O developer conference earlier this year, the company introduced a series of new features designed to help Google Maps users learn what’s happening around them, track area businesses to receive updates about their events and promotions, and receive personalized suggestions of places to visit, dine, and more. The latter now appear in a “For You” tab in the revamped Google Maps app, which first arrived on Android this June.

Today, the feature is rolling out more broadly.

According to Google, the “For You” tab is now making its way to over 130  more countries on Android and is launching on iOS across 40+ countries.

When switching over to this tab, you’ll see any number of suggestions – from newly opened places to visit or restaurants to try to new pop-ups – to new menu items at favorite restaurants and restaurant suggestions Google thinks you’d like to try. It bases these on your personal tastes and preferences it’s inferred from your use of the Google Maps app, including what sort of businesses you search and follow.

The “For You” tab can also help you with travel planning, by making suggestions of places before you depart, Google notes.

To get better recommendations, you’ll want to follow local businesses you like in Google Maps, or even neighborhoods you frequent, to personalize your suggestions further.

The feature is part of a larger overhaul of Google Maps that’s aiming to challenge Facebook as the place where businesses offer updates of their goings-on, news about their sales, events, and other information they want to share with customers – as well as target potential new customers through ads and being featured in users’ recommendations.

In October, Google Maps launched the “Follow” button for tracking businesses, and last month rolled out a new “Google My Business” app for business owners, so they could more easily create and publish content to their business profile on Google.

With these products in place – content publication tools and the ability for users to follow that content – Google is now ready to turn those signals into personalized suggestions. You’ll find it at the bottom of the Google Maps app, where it will show you potential “matches” (and the percentage for the match), plus news about recent openings, trending spots, and other suggestions.

The company says the “For You” tab is rolling out starting today across the new markets and on iOS.


Source: TechCrunch

Lenovo Yoga Chromebook C630 review

The Yoga Chromebook features great build quality, a 1080p display, and all-day battery life. All that for $540? That’s right, but there’s one catch.

The post Lenovo Yoga Chromebook C630 review appeared first on Digital Trends.


Source: Digital trends

The Science of Growing a Perfect Christmas Tree

Is your tree robust to cold? Do its needles cling to their branches? Christmas tree scientists ask these questions so we don’t have to.
Source: Wired

Best Wireless Gaming Headsets (2018): PS4, Xbox One, PC, Switch

No matter your gaming system, these are the best wireless gaming headsets out there.
Source: Wired

TuSimple's Robo-Truck Cameras See Twice as Far as Any Lidar

The self-driving startup’s computer vision-wielding truck drives like a champion—until a system freeze cuts a test drive short.
Source: Wired

An Energy Evolution: From Delicious to Dirty to Almost Free

A warp-speed history of our quest for cheap energy, from prehistoric hunters to climate change.
Source: Wired

Galaxy S10 could shoot portrait videos and use 'ultrasonic' fingerprint reader with Snapdragon 855 chip – CNET

Six ways Qualcomm’s new processor can benefit Samsung’s phone and others in 2019.
Source: CNET

Trump’s Limits on Legal Immigration Could Hit Businesses Hard

Today is the last day members of the public can comment on a Trump administration proposal to radically restrict legal immigration.
Source: Wired

Why We All Take the Same Travel Photos

Even before cameras, our globetrotting has always been marked by the urge to capture what we see—and what others saw before us.
Source: Wired

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